Anthony John Martin

US Patent:

20050086105, Apr 21, 2005

Filed:

Mar 2, 2004

Appl. No.:

10/790892

Inventors:

Jeffrey McFadden - Hillsborough CA, US
Scott Eagle - Menlo Park CA, US
David Goulden - Redwood City CA, US
Anthony Martin - Los Altos CA, US

International Classification:

G06F017/60

US Classification:

705014000, 705010000

Abstract:

In one embodiment, a method of optimizing an advertising campaign on a computer network includes the steps of delivering an advertisement to a client computer over a computer network, measuring an efficacy of the advertisement to generate a result, and changing a characteristic of the advertisement based on the result. The characteristic of the advertisement may be an aesthetic feature or a processing trigger, for example. The aesthetic feature may include the presentation vehicle used to display the advertisement, the artwork of the advertisement, and so on. The processing trigger may include rules on when to display the advertisement. The efficacy of the advertisement may be measured by determining its conversion rate or click-through rate, for example.

US Patent:

20050086109, Apr 21, 2005

Filed:

Sep 28, 2004

Appl. No.:

10/951669

Inventors:

Jeffrey McFadden - Hillsborough CA, US
David Goulden - Redwood City CA, US
Eugene Veteska - San Jose CA, US
Anthony Martin - Los Altos CA, US
Roger Petersen - Palo Alto CA, US

International Classification:

G06F017/60
G06F015/173

US Classification:

705014000, 709224000

Abstract:

In one embodiment, a message posted on a document delivered over a computer network is based on consumer behavioral information. The behavioral information may be obtained by monitoring the consumer's activities across several locations in the computer network. The message may be an advertisement, while the document may be a web page. The advertisement may be selected based on the consumer's browsing activities across several unrelated web sites on the Internet.